Using AI to generate new revenue for The Guardian
The classified ad market has historically been newspaper publishers ‘bread and butter’. In the past decade, readers have migrated from print to digital, but unfortunately, classified ad budgets have migrated with different ratios. There have always been strong ties between classified advertisers and publishers, with the job market being one of the biggest classified markets. However, due to digital transformation, job search markets have been disrupted, and publishers have experienced increasing pressure to generate new revenue streams.
DENSOU are at the forefront of digital transformation and helps digitally disrupted companies across industries through dolocal. For one of the UK’s biggest job portals owned by The Guardian, we have deployed a custom and automated job search classified platform. With artificial intelligence (IBM Watson), we have developed an application that crawls job listings and effectively builds new advertising products. You have a standard job listing ads and “target j-Pack”, which works four times better.
With our dolocal deployment, The Guardian has been able to offer a new and fully automated advertising product that supplements traditional job listing ads. We automatically generate a display advert by reading the job listing featuring a logo, job title, salary, and location. The digital advert appears across theguardian.com using advanced targeting. The ad also appears on Facebook, LinkedIn, and Twitter.
In the wake of digital transformation, the dolocal application has created a new revenue stream for The Guardian where they are not competing with the media agencies nor Facebook, Google etc.
For inquiries concerning our platform solutions please contact us at platform@densou.dk
